ABSTRACT
The strong and weak sides of an enterprise concern the internal survey of the enterprise, while the opportunities and threats concern the external survey. Subsequently, the enterprise can analyse its strategy on the basis of the combination of the internal and external surveys. With the SWOT analysis, the external analysis is first applied to establish if the market offers possibilities for the enterprise to do business. If, for example, in a certain segment there is no need for the product or service marketed by the enterprise, it is pointless to further analyse the strong and weak sides of the enterprise in context of this market segment. On the basis of expanding the items in the SWOT analysis, the enterprise can define its strategy. The combination of the strong sides of the enterprise and the opportunities in the market offers the enterprise the possibility to further expand its activities.
